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Website SEO Strategy WordCamp Raleigh

2.
SEO Strategy for
Websites & Blogs
Find the following presentation & others
referenced here on
www.slideshare.net/jakeaull
Jake Aull has written WordPress SEO
Success for Pearson Prentice-Hall – their
first book of its kind (http://bit.ly/1fxIQzu).
He has also been GSU’s first Social Media
Marketing and SEO course writer and
instructor since 2010, directing students to
create new social channels driving
measurable traffic to major brands. He was
a reviewer of, and wrote the instructor’s
manual for, Pearson-Prentice Hall’s first
social media marketing text book.

18.
Site architecture planning
• Plan your website upfront for keyword-driven
pages
• The power of the Footer navigation
• Linking throughout the site:
• It sounds cumbersome, but plan links through
every page and blog post of your site if possible.
When you write up your sitemap, plan which pages
you want to link to the next, and so on and so on.
• Link planning doesn’t require a long list of links
on your website’s pages!
• Target a primary link (maybe 2 or 3)
to show, and push web users
continually through your site.
• In a perfect world, every page/post gets 1 link.

19.
Site architecture planning
• Blog/news:
• This can especially work for the
blog section of your site – you
can continually link to/from those
posts to distribute link juice.
• Mobile sites
• Nav/architecture
• Most important content
(keyword-focused)
• Local apps integrated
(Apple maps, Google maps)

21.
! Inbound web links (a.k.a. backlinks and referrals) are
helpful. Here's why:
! They increase paths to the target – more ways and
places for visitors to find the site.
! They create alternative entry paths for crawlers to
specific web pages (even when the target site is not
optimized for search engines).
! Good ones do help search rankings (if they’re one
way/inbound).
Inbound & Social Links for SEO

22.
! Inbound links represent a solid, alternative (to in-site)
web metric. They gauge the content value and referral
traffic of a site in the online marketplace (especially
valuable if there are issues with existing in-site SEO
or analytics).
! They also can be alternate drivers to lead-gen pages.
! They get shared among
web users and multiplicity
of network effects occurs.
Inbound & Social Links for SEO

23.
Relational Relevant Links
• What Google looks for:
• Do the sites and links relate
to each other?
• Are the directories relevant?
• Vertical (industry nice) vs. locational relevance
• Local channels are very beneficial.
• Even if you are an eCommerce, if you have a location
I would still consider optimizing location-based
profiles. Because Google loves Google+Local. And Bing
loves Bing Local and Yahoo!Local.
• And have you ever searched for any businesses or
products, only to see Yelp and YP listings on first page
of results? They’re there – use them if you can.

24.
*Link Addendum
! *Want to know more about Link Strategies? Did you
know what Anchor Text is? Did you know to no longer
make anchor text keyword rich? If you want more, see
my webinar hosted by SEMrush on SEO Link Strategies
& Anchor Text, or see my sources: ow.ly/DK7oq

32.
The importance of good
Keyword drivers
• Good copywriting is vital – and can be used in
conjunction with good keywords!
• Copywriting can be built on primary keywords for a
page/post.
• Find the junction of readability, SEO, copy hooks and
website usability
• Link bait:
• Good writing intrigues readers
to read on and share your link
• CTAs:
• You need good calls-to-action –
ensure your reader takes the next step
and links to where you drive them!*
*(for more see my aforementioned SEMrush webinar at ow.ly/DK7oq)

35.
Strategic content managers
• The emphasis on content, and link,
quality has helped drive the new
generation of “content managers.”
• Whether using social media, copywriting,
video or SEO technology, content to meet
digital marketing goals is the strategy.
• And today, it’s a strategy more of quality
than quantity – for Google and for social
media engagement.
• So today we want “link engagement;” backlinks from social engagement
strategies, relevant content and referral sites – everything we’ve
discussed here.†
†(for more on this, see my WordCamp Atlanta presentation on Social Media Uses for WordPress Sites http://bit.ly/1IFiyKb)

43.
! Why is it important to identify and align marketing
and SEO objectives?
! Importance of Architecture & Linking
! How to form SEO Strategy & Plan
! What are the major stages of SEO execution?
! Find this presentation & others referenced here on www.slideshare.net/jakeaull
Review of Topics

44.
Questions?
Find this presentation & others referenced here on
www.slideshare.net/jakeaull
Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 20
years marketing, branding and digital experience in Atlanta. He takes a
strategic digital marketing and usability approach to web analysis and
search marketing. He has a Masters of Science degree in Marketing
from Georgia State University where he did a thesis research project
on social media marketing.
Jake has written WordPress SEO Success for Pearson Prentice-Hall -
their first book of its kind (http://bit.ly/1fxIQzu). He has also been
GSU’s first Social Media Marketing and SEO course writer and
instructor since 2010, directing students to create new social channels
driving measurable traffic to major brands. He was a reviewer of, and
wrote the instructor’s manual for, Pearson-Prentice Hall’s first social
media marketing text book.